Pitch Anything

The answer will depend on several factors, including the relative importance of your offering to the business interests of your buyer. But know this: Frames mainly involve basic desires. These are the domain of (Location 385)

frame I want to go in with. For many years, I used just four frames that would cover every business situation. For example, if I know the person I’m meeting is a hard-charging, (Location 390)

The Idea Introduction Pattern This idea introduction pattern goes like this: “For [target customers] Who are dissatisfied with [the current offerings in the market]. My idea/product is a [new idea or product category] That provides [key problem/solution features]. Unlike [the competing product]. My idea/product is [describe key features].” (Location 1387)

The critical lesson of brain scans is that attention is always a delicate and unstable balancing act between desire and tension. It comes down to the presence of two neurotransmitters: dopamine and norepinephrine. Dopamine is the neurotransmitter of desire. Norepinephrine is the neurotransmitter of tension. Together they add up to attention. If you want someone’s undivided, fully engaged attention, you have to provide these two neurotransmitters. These two chemicals work together—you need them both to be coursing through the crocodile brain of the target. But each has a different triggering mechanism. To give a dopamine kick and create desire, offer a reward. To give a norepinephrine kick and create tension, take something away. You’re going to learn the patterns for triggering the desire and tension right now. (Location 1502)

Tension is the introduction of some real consequences to the social encounter. It’s the response to a clear and unequivocal realization that something will be gained or lost. It is letting the target know that there are high stakes. Tension indicates consequences and therefore importance. (Location 1550)